Their appointments are in line with a pledge by Bruce Haines, the IPA's
president, to get creative matters higher on the IPA's agenda.

Many creatives have traditionally ignored the IPA in the belief that it
was not relevant to them. Recently, the IPA has acknowledged that more
should be done to encourage their participation.

Cracknell, who begins his second spell as a council member, said:
"Creatives have always seen the IPA as a dour, grey body discussing
issues that don't effect them."

He added: "This doesn't mean we're going to sit around talking about
typefaces. But it does mean that creativity, which is our most important
product, will get a better hearing at council meetings. Our skills are
well recognised outside the industry but haven't always been best
represented within it."

Other new council members elected this week were Simon Bolton, the chief
executive of J. Walter Thompson, Chris Herd, the managing director of
Bates UK, John Ayling, the chairman of John Ayling & Associates, and Amy
Smith, the managing director of Wieden & Kennedy.

John Banks, the chairman of Banks Hoggins O'Shea/FCB, takes over as the
IPA secretary from the long-serving Adrian Vickers, the former deputy
chairman of Abbott Mead Vickers BBDO.

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